It sounds like it’s not something more at this moment. But there are some friend zone situations that you can take yourself out of, and give him the opportunity to be clearer with you about his intentions. The risk is that you’ll see him less or not at all. But if you really like him, I think it’s a risk worth taking.
So, first of all, stop giving him professional massages. You can tell him that you like him too much to do this professionally, and give him a referral to someone he can use as a professional masseuse. This sets a boundary — and it shows him your intentions without being too pushy. 😉 That also takes the “going dutch” or bartering dinner for a massage, off the table. Now, if he wants to ask you to have dinner with him, he can ask you for a date — and if he doesn’t specify, you can ask him if it’s a date. If it’s not, don’t go. If it is, you know he wants to date you!
When these situations arise, it’s important to keep your side of the street clean and make sure you’re not blurring lines or helping to create fuzzy situations where intentions aren’t clear. But since that’s happened, doing damage control can feel a little awkward at first, but it’s going to give you the clarity you want. 😉 And I bet he does, as well.