The existing empirical literature on impact of GATT/WTO membership on international trade is mixed. This paper contributes to solving the puzzle of “the missing GATT/WTO effects” by adhering closely to the theoretical foundations of the gravity model of trade. Capitalizing on the latest developments in the empirical trade literature and building a new and large data set covering 186 countries over the period 1980–2016, we estimate a theory‐consistent gravity equation, which includes intra‐national in addition to international trade flows. We find that joining GATT/WTO increased partial equilibrium trade between members by 140%. Our methods also deliver novel estimates of the impact of GATT/WTO on trade between members and non‐member countries, indicating an increase of 72%.