am i being played?

i am friends with someone outside my state and we have a complicated dynamic. he has hinted at me liking him and him knowing, purposefully flustered me, doesn’t necessarily back down when i say something flirtatious sometimes, etc.

where i’m confused is sometimes when i say something flirtatious he will ignore. usually through text, because on call it is a different story.

what is going on? is he playing me? he knows i like him and flirts with me, but then sometimes ignores my remarks?