Why would a guy end our conversation abruptly?

I was talking to my crush like we did every night. Just to tease him I sent him a sexy pic of me in a bikini... he asked me why I sent that and told me lt is better to keep it for myself.
The next day he started to avoid me and then he said that he does not like me. I felt hurt, I did not text him today and as usual he did not as well. Why would he do this?
Why would a guy end our conversation abruptly?
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