This is the most important thing happening today. It's live. Now.
Myself and just about everyone else in my immediate vicinity just downloaded the full version of Pokemon GO from iTunes and the Google Play store. There aren't a great deal of changes from the beta -- you create a character and then choose to catch one of the three original starting Pokemon: Bulbasaur, Charmander or Squirtle.
I've already made two accounts, one for Bulbasaur and one for Charmander. (I had a Charmander in the beta and I always picked Squirtle in the original Pokemon games, so I'm switching it up a bit.)
The app now has a battery saver option, something it didn't have in the closed beta phase.
Most importantly: you can play your own music now! Spotify doesn't seem to work while Pokemon GO is running, but I could get music through my LG G4's default music player.