HElp HELp Help. with a guy i need everyones help. <3 i ratee really high.?

okay so hes REALLY IN TO ME. but i dont feel the same at all. I like how we are friends and it feaks me out when he tells me im cute and sends me heart ims. Im sorry i dont want to sound heartless but thats just the way i feel. He asked me if i thought he was cute and i didnt want to start anything so i just said yeah. I feel really bad because when he sends me hearts i send him smiley faces, i thought that wouls break him off a little, but it never did. Omg. PLease help , i want him to not like me but still be friends. It would mean everything to me if someone would please give me a right answer. Thank you.