One of the big Google+ requests isn't some feature or functionality, it is the ability to use custom URLs, or vanity URLs, i.e. to replace the ugly string that makes up the profile URL of all users. What's worse, not even pages have access to these.
But Google is working on it
, it announced a while back that it was going to allow some pages, with which Google is working directly, to use vanity URLs soon, to test the feature. Well, that "soon" is now
Google is expanding the feature to "thousands more verified brands and individuals." Chances are you'll be seeing this in the wild soon enough.
If you're one of the lucky ones, you'll be getting an email notifying you that you're eligible to claim the preapproved URL. Everyone else though is probably going to have to wait a few more months for this.