I had this happen when I was younger. We had grown up together, been friends since we were kids. He didn't want to get serious with me, but would others. It ended up making me a little crazy, while we never did while he was actively dating, he would still call me. It messed with my head a lot. I would look deep down and see if this is something you would both want to pursue and go through with, or decide if you want to try to stop it now and potentially stay as friends. It's hard when you get into this place. He clearly enjoys your company and you so maybe his answer will surprise you.