WHY?please read details?

We have grownup as family friends children 5yrs back met by accident 3yrs in love with eachother.After i told him i love him,1 day he got emotional admitted he loved me recently & his friend said he loved me.Its fact.My question is why would he pretend/act not to email/call when hes so in love with me.He does reply to my emails/calls. Hes deeply in love with me as much as i love him i want to know why would he pretend/act like he doesnt want to email/call.