He begged me not to talk to other guys. But he suddenly doesn’t care. Why?

I replied to the guy I’m seeings friends messages now and again, very rarely, not much of a convo but we aren’t exclusive and the other day he was suddenly putting in a lot of effort talking to me all the time, bringing his A game you know?

and just being so much more consistent than usual and he kept asking and asking and ASKING me not to speak to other guys.. I promised wouldn’t.
didn’t think responding to his friends casual convos every once and then mattered as he lets me speak to his other friend that used to flirt with me.
I realised suddenly my guy started ignoring me... no goodnight/morning texts which is VERY unlike him, he usually does it every night without fail. He didn’t even respond to an booty pic I sent. I asked his friend, does he know you text me? He said “Yeah he does but he doesn’t care. That I do know” ... now the friend is pursing me & saying he expects loyalty from me? I was only talking to the friend to be nice!!
He begged me not to talk to other guys. But he suddenly doesn’t care. Why?
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