Is 'lovely' a frendzone?

So I'm talking to this guy at the moment - the sporty type (American football mostly - imagine the stereotypical fit jock and you've got him). He keeps saying things like 'thank you lovely' or 'good morning lovely', and I cannot tell for the life of me if it's a friendzone or a little bit flirty. Not sure if it's weird to use in a flirty way?

Help! haha

Is 'lovely' a frendzone?
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