This is free for personal purposes for up to 5 Ubuntu running devices.
I did visit https://ubuntu.com/esm and as I have a Canonical Ubuntu account already, I logged into https://ubuntu.com/pro/dashboard
It now generated a TOKEN:
Machine type: Physical
Machines: 5
Active machines: 0
Token: < 30-char string >
To actually use it, your Ubuntu machine must have ubuntu-advantage-tools installed:
apt install ubuntu-advantage-tools
Copy the TOKEN into clipboard, and run:
sudo pro attach TOKEN
Which should automatically attach your machine to your Canonical (Pro) Ubuntu account:
Enabling default service esm-apps
Updating package lists
Ubuntu Pro: ESM Apps enabled
Enabling default service esm-infra
Updating package lists
Ubuntu Pro: ESM Infra enabled
Updating 'livepatch' on changed directives.
Disabling Livepatch prior to re-attach with new token
Canonical livepatch enabled.
Unable to determine current instance-id
This machine is now attached to 'Ubuntu Pro - free personal subscription'
SERVICE ENTITLED STATUS DESCRIPTION
esm-apps yes enabled Expanded Security Maintenance for Applications
esm-infra yes enabled Expanded Security Maintenance for Infrastructure
livepatch yes enabled Canonical Livepatch service
realtime-kernel yes disabled Ubuntu kernel with PREEMPT_RT patches integrated
NOTICES
Operation in progress: pro attach
Enable services with: pro enable <service>
Account: <EMAIL REDACTED>
Subscription: Ubuntu Pro - free personal subscription
It also should now be glowing green for the enabled stuff and red for the disabled.

I rebooted after about 10 minutes since... And then ran apt upgrade seeing new updates.