My online friend is in love with me and I don't really know

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My online friend is in love with me and I don't really know how to deal with it. I'm not attracted to him but he is very attracted to me. He's really sweet but I just can't help but feel like I'm wronging him for 2 reasons.

He always tries to flirt with me and I never really reciprocate. He actually does know how to press my buttons to make me feel good but the fact that I can't return his feelings makes me feel like I'm just using him. But even when I tell him to stop he doesn't really for very long.

Secondly I don't feel attractive at all despite what he tells me. I know that he could do much better and he's only become infatuated with me because we spend so much time together online. I try to tell him this too but he disagrees and says that he thinks I'm actually pretty. But he's only ever seen one picture of me. And in it I'm done up and have great lighting and angles. Im ugly in real life. But he doesn't believe me. I'm too afraid to show him a candid picture of myself because I really hate the way I look.

But no matter what he just keeps trying to get with me. I feel really guilty now. I know I'm not worth his efforts. But he just won't listen when I try to tell him. I really like being friends with him. But I just don't know how to handle how much he likes me.