What is when a man uses luv instead of love?

When a man uses "luv" instead of "love", it is usually an informal or affectionate way of expressing his feelings towards someone. It may be used in romantic settings or in platonic relationships such as friendships. Using "luv" instead of "love" can also indicate playfulness or a sense of humor, and it is often used in casual conversations or text messages. However, it is important to note that communication styles and language use can vary from person to person, so the context and relationship between the speakers should be taken into account.