I don't know how to deal with my feelings and I ended up hurting others

ESince the beginning of the year, my best friend has asked me to be his boyfriend, and I know that he has liked me for much longer, BUT I JUST DON'T KNOW IF I HAVE FEELINGS FOR HIM IN THAT WAY. Bro, I simply agreed to date him, because he asked so much and because I was afraid of losing the friendship, I ended up accepting. But I know this is wrong, I'm just fooling him and myself. He is very kind and affectionate to me, but I don't know, this feeling makes me so upset around him, I always feel guilty, and now I can't say anything to him. I feel bad when he come hug me, kiss me or simply hold my hand. He likes me, I shouldn't be doing this to him, I'm being selfish, but I don't want to tell the truth, I don't want to lose him like this. But if I don't say it, eventually things will end up getting worse. Which fall do I take first??? I'm so confused😭