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It is his first trip to Bali and he has said that he won't have massages with me as he has been told about the "happy endings". Personally I have never experienced this, being female, but I wouldn't imagine that this is common in Bali, but he insists he has heard about it from friends - help, surely this wouldn't happen without them asking anyway so it shouldn't stop him????? This is very rare in Bali and it is only at specific places.
I have been to Bali many times and the "Happy Ending" has never been offered. It is not Thailand so you will not find it happening. There certainly are "happy ending" massage shops around and sometimes they can be very difficult to distinguish from the more innocent establishments.
I personally don't have any experiences I can share with you but I have a very good friend male who did indeed enter one of these places mistakenly one day. He is a very frequent traveller to Bali and even he didn't pick up on the subtle nuances. He wanted some remedial massage on one of his knees and left very satisfied with the service he was given.
The massage really did improve his knee and he was telling all and sundry about it later that day. Image his surprise when told that his great massage shop was indeed a "happy ending" place. So to answer you question, you can indeed get a good massage even at the "happy ending" places and you do indeed need to ask for their "special" service if this is what you want. You and your boyfriend will be fine. He has come with me and gone by himself while I got a foot massage.
Most places we go to together have couple areas, where there are two massage beds in one room, this might make your boyfriend more comfortable. Troy is right Bali is nothing like Thailand in this regard. Enjoy your massages without feeling intimidated. You shouldn't be worried, it probably happens but it is not that common in legitimate businesses.