I'm crazy about this guy... but he's kind of a player?

I'm absolutely crazy about one of my really close friends, but he has a reputation of being kind of a player. We've been hooking up secretly or a long time now and recently he's started holding my hand and hugging me in public.. which he's never done before. We talk every day but I'm always nervous to message him first. I've never told him I like him because I don't want him to think I'm creepy or annoying. He jokes around with me all the time about how we wouldn't work if we dated (jokingly) and he throws in the occasional compliment that makes my heart literally melt. I don't know what to do... somebody help?