How come he tells me he likes me but doesnt talk to me when hes with his friends?

I rlly like this guy but play hard to get and i think he is now too. He'll text me and say he rlly likes me and that he wants to chill but im always busy so we havent yet but at school he doesnt rlly talk to me when hes with his friends. what does this mean?How come he tells me he likes me but doesnt talk to me when hes with his friends?
He could be shy around you.