Google has finally launched vanity URL support but it is currently limited to verified members of the platform.
This means that if you are a popular brand or personality recognized by Google, you can now reserve your own vanity URL on the platform.
Google gave some examples that are already functional:
It is sad that Google is not opening this up to all the members of the platform… especially the ones who joined the service early on and supported it during its launch period. But this is going to save them a lot of hassle at a later stage as it prevents copyrighted and trademarked names from squatting.