An endothermic reaction is like pushing a rock up a hill.
An exothermic reaction is like rolling a rock down a hill.
A match is like giving a rock a shove.
Either type of reation may require a start from a match, after that the endothermic reation absorbs energy (often heat), while the exothermic reation releases energy (often heat).
So in short more information is needed to answer the question.
Chocolaty, you'll need to observe a free energy diagram. Most reactions, although exothermic require an energy input to surpass the activation energy barrier, so in short, you can't tell whether a reaction is exothermic or endothermic simply by the fact that it proceeded through the input of heat.
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