Should I change and stop being so nice?

I (24M) have been struggling to make any sort of intimate connections with other women, which I think is down to my own personality automatically putting me in the friend-zoning for being too nice.

I think I also struggle with confidence, I wasn’t the most attractive person growing up but managed to have a decent glow up in the last 2 years, getting compliments on my looks, gym progress and sense of humour, but mentally I still sorta find hard adjusting to the fact I’m not unattractive anymore.

However, every time I try make a move I’m shut down and told I’m just too nice and they don’t see me that way, whether it’s talking at a nightclub/bar or asking someone on a date.

Some girls have said I need to be less pleasant and more toxic, like one of my friends, however he actively cheats on his girlfriend every night out so I don’t want to be more like him

I’m just wondering, do I need to change something about myself to be more interesting to women? Is being too nice connected to my lack of confidence? Or am I always talking to the wrong women and I should just keep being what I currently am?

I also don’t believe and have been told that I am not a “nice guy”. One of my friends who’s a girl has described me as the boy next door, and has said someone will be lucky to have me, so I’m not sure if I should change.

TL;DR - I have been rejected countless times for being perceived as too nice, however everything else about me seems appealing. Do I change myself or am I always talking to the wrong type of women?