What does it mean if a guy calls you "love"?

so, this guy just called me "love" today when he spoke with me. I’m not interested in him and I’ve never spoken to him before so I don’t really remember what he asked, but after his question, he slipped in a "love" with a smile. What did he mean when he was calling me that? Was he being legit or just doing it for his own entertainment?
What does it mean if a guy calls you "love"?
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