Breastfeeding help 😭😭

My 3 month old recently started to dig his face down and into my breast unlatching then biting down and sucking back in to relatch while his face is facing down in my breast

He does this several times like 10 times 😭

I have no clue why he just started doing this but it freaking hurts! Then towards the end of the feeding he is okay. If I try and hold his head up while using my fingers he gets so mad! Then if I quickly pull my breast away when I feel him unlatch he gets super mad again I don’t know how to make him stop or why he is doing this 😭