Friend Zone????

So basically I don't know what to do with one of my closest guy friends. For like 3/4 years now both of our friendship groups have been continuously joking that both of us have feelings for each other, but both of us ignore what's going on and keep on going. But in the last month or so I have started to think about what they were saying, and the more I think the more I start seeing feelings form. I have no clue what to do as I don't want it to ruin our friendship, or even tell anyone as I have no clue what would happen. Agghhhh, hellpppp xx