@Jashuuu,
If you keep pushing the friends angle, then that is your message to him - that you are only friends. If you want more, you need to work on your shyness and specifically and clearly ask for what you want.
The truth is that most people have no idea what the other person means. Intention is hard to determine, even when you know the person really well and are in person. But words are precise.
Say what you mean, and mean what you say. And you need to work on your shyness. You are not going to get what you want by allowing it to dictate your life, your behavior and your language.