I've sort of been where your friend has been before (minus the messing around part) and honestly, I'm getting the feeling that maybe your friend isn't really that into him.
I mean, I may be going off on a limb here, but anytime in the past when I have felt that a man is contacting me "too much", or I'm ignoring his phone calls trying to dodge him, it's USUALLY because I'm Just Not That Into Him. I may like the attention, but I'm either not attracted to him, or there's not a lot of chemistry w/him. Because if it were a guy she REALLY liked, I don't think his phone calls would be "excessive". She'd be glad and would feel giddy and secure that he is connecting with her often....especially in the beginning stage.
HOWEVER....I will also say this, some guys can actually ruin their chances with a woman by being
too eager. Especially if the woman is still feeling him out and is letting him pursue her. Even if the woman is genuinely INTO the man, if the woman feels like he's TOO into her much more than she is into him, then she will eventually start to worry about hurting his feelings, and her attraction for him will start to go way down because a woman doesn't want to feel like she has to worry about a man like she does a child (especially in the initial stages). It just seems to take away a bit of his masculinity and makes the man appear "soft"...even if he really isn't. This is a turn-off for ANY woman...even if she really does like the man.
Just a thought.....