Last week, Google announced that it had started rolling out custom URLs to a limited set of verified Google+ users, like Google+ power user Hugh Jackman.
Google announced today that it is expanding the URLs to thousands more users, though still only to verified and well-known brands and people. Google's Saurabh Sharma posted the following to Google+:
Custom URLs for profiles and pages: an update
Today we're rolling out custom URLs to thousands more verified (and well-known) brands and individuals. If you're part of this expanded roll out, you'll be prompted to claim your preapproved URL via email and/or when you visit your profile or page.
We’re making these changes over the next few days, and we’ll be offering custom URLs to many more profiles and pages in the future. We appreciate your patience in the interim, and we look forward to hearing your feedback!
With the URLs, you can access people and brands by adding "+name" after google.com/. For example, google.com/+toyota will take you to the Toyota Google+ page.